信息资源管理学报 ›› 2024, Vol. 14 ›› Issue (5): 132-146.doi: 10.13365/j.jirm.2024.05.132

• 研究论文 • 上一篇    下一篇

对症下药还是面面俱到：健康辟谣中信息呈现对说服效果的影响研究

张敏1　韩锡晴2　邵晶2　严炜炜1   

  1. 1.武汉大学信息资源研究中心，武汉，430072；
    2.武汉大学信息管理学院，武汉，430072
  • 出版日期:2024-09-26 发布日期:2024-10-15
  • 作者简介:张敏（通讯作者），博士，教授，博士生导师，主要研究方向为社交媒体、网络治理，Email: zhangmin@whu.edu.cn；韩锡晴，博士研究生，研究方向为健康传播，信息说服；邵晶，硕士，研究方向为社交媒体；严炜炜，博士，教授，硕士生导师，研究方向为网络用户信息行为。
  • 基金资助:
    本文系国家自然科学基金面上项目“突发公共卫生事件中网络社会情绪的跨场域极化研究” （72074174）的研究成果之一。

The Influence of Information Presentation on the Persuasive Effect of Health-related Rumor Debunking Information

Zhang Min1　Han Xiqing2　Shao Jing2　Yan Weiwei1   

  1. 1.Center for Studies for Information Resources, Wuhan University, Wuhan,430072;
    2.School of Information Management, Wuhan University, Wuhan,430072
  • Online:2024-09-26 Published:2024-10-15
  • About author:Zhang Min(corresponding author), Ph.D., professor, specializing in social media, network governance; Han Xiqing, Ph.D. candidate, specializing in health communication, information persuasion; Shao Jing, master, specializing in social media; Yan Weiwei, Ph. D., professor, specializing in user information behavior.
  • Supported by:
    This is an outcome of the project "Cross-Field Polarization Research on Online Social Emotion during Public Health Emergency Events"(72074174) supported by National Natural Science Foundation of China.

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摘要： 社交媒体中传统“把关人”机制失效，健康谣言“被辟谣-再出现”现象频发，愈加凸显辟谣信息设计策略的重要性。围绕健康谣言真假参半、情绪鲜明的信息呈现特征来探究健康辟谣信息说服效果，能更好地理解辟谣信息设计机理，为优化谣言治理策略提供有益借鉴。聚焦信息呈现的二维分类框架，设计2（内容呈现：单面内容vs. 双面内容）×2（形式呈现：严肃形式vs. 幽默形式）×2谣言类型（恐惧谣言vs. 希望谣言）的控制实验，进而分析其与健康辟谣信息说服效果间的相关关系。研究结果显示，内容呈现对健康辟谣信息说服效果具有显著影响，双面（vs. 单面）的健康辟谣信息有更好的说服效果；内容呈现和形式呈现的交互效应对说服效果的影响受到谣言类型的调节；对于希望谣言，采用单面幽默的辟谣信息与双面严肃的辟谣信息均能实现更好的说服效果。

关键词: 健康辟谣信息, 信息呈现, 内容呈现, 形式呈现, 说服效果, 网络信息治理

Abstract: Health-related rumors in social media under the failure of traditional “gatekeeper” mechanism face the problem of “rumor debunking-reappearing". Focusing on the characteristics of health-related rumors with mixed truths and emotions to explore the persuasive effect of health debunking information, this research provides a better understanding of the debunking information designing and provides useful reference for optimizing rumor management strategies. This research focuses on information presentation, through a 2 (Presentation content: one-sided content vs. double-sided content) ×2 (Presentation form: serious vs. humorous) ×2 (Rumor type: fear vs. hope rumor) online control experiment to analyze their influence on the persuasive effect of health-related rumor debunking information. Presentation content has significant influence on the persuasive effect of health-related rumor debunking information. One-sided (vs. double-sided) debunking information is more persuasive. Rumor type moderates the interaction effect of presentation content and presentation form on the persuasive effect. For hope rumors, it is better to use double-sided and humorous information or one-sided and serious information.

Key words: Health-related rumor debunking information, Information presentation, Presentation content, Presentation form, Persuasive effect, Online information governance

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